What’s the Big Idea?
The biggest challenges that emerge from reviewing this site are brand-driven. As an individual considering sponsoring a child in need, why should someone select these guys, specifically? What is their ministry model or faith-based perspective really about? If someone has a different faith or point of view, what values or actions still might inspire support? Why should someone support Childcare Worldwide instead of a comparable, and perhaps better known, organization?
The questions that emerge from digging around its site are less about the value of its work and more about what the for-profit world calls a USP — Unique Selling Proposition — the “big idea” that distinguishes an organization from others similar to it.
Our advice is that Childcare Worldwide focus more on communicating its point of differentiation to clarify why it is most worthy of support. Then it should restructure the site to be more user-friendly and interactive to better tell its story and communicate its USP.
Sarah Durham is founder and principal of Big Duck. Farra Trompeter is vice president of client relationships and strategy for Big Duck.